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4. Entwicklung eines Entity-Relationship-Modells und eines Verknüpfungskonzeptes – eine Betrachtung des Omni-Channel-Managements aus einer Information Systems-Perspektive

  • 2019
  • OriginalPaper
  • Chapter
Published in:
Authors
Markus Heuchert
Benjamin Barann
Ann-Kristin Cordes
Jörg Becker
Published in
Digital Customer Experience
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Die digitale Transformation drängt Unternehmen dazu, zunehmend Technologien zu implementieren, um den Kundenanforderungen gerecht zu werden. Der Omni-Channel-Ansatz ist ein neuer Trend, der es z. B. von Händlern erfordert, die Kundenperspektive einzunehmen, um ein konsistentes Erlebnis für den Kunden über alle Kanäle und Berührungspunkte hinweg zu bieten. Obwohl diese Weiterentwicklung zwangsläufig IT für die Umsetzung erfordert, liegt der Schwerpunkt der bisherigen Forschung im Bereich Marketing. In diesem Artikel wird ein Entity-Relationship-Modell und ein Verknüpfungskonzept entwickelt, welches aus Sicht der Information Systems-Disziplin die Kommunikation zwischen Marketing und IT unterstützt.
Überarbeiteter Beitrag basierend auf Heuchert et al. (2018) An IS Perspective on Omni-Channel Management along the Customer Journey: Development of an Entity-Relationship-Model and a Linkage Concept, Tagungsband zur Multikonferenz Wirtschaftsinformatik (MKWI) 2018, Paul Drews, Burkhardt Funk, Peter Niemeyer und Lin Xie (Hrsg.), S. 435–446.

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previous chapter Konstruktion eines Omni-Channel-Frameworks für Sales & Service in KMU in der B2B-Telekommunikationsindustrie
next chapter Evaluation der organisationalen UX-Gestaltungskompetenz
Title
Entwicklung eines Entity-Relationship-Modells und eines Verknüpfungskonzeptes – eine Betrachtung des Omni-Channel-Managements aus einer Information Systems-Perspektive
Authors
Markus Heuchert
Benjamin Barann
Ann-Kristin Cordes
Jörg Becker
Copyright Year
2019
Book
Digital Customer Experience

Print ISBN: 978-3-658-22541-4

Electronic ISBN: 978-3-658-22542-1

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-658-22542-1_4
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